“微信营销”存在的问题及其法律规制

近些年随着移动互联网技术的发展更新和智能手机加快普及，微商、微信营销也应运而生。微商强劲发展势头的背后，微信营销及交易存在诸多弊端，其中的法律问题和风险也逐渐凸显。文章通过对微信和微商以及微信营销的法律特征入手进行阐释，对微信营销及交易中存在的虚假广告泛滥成灾、微信诈骗和假货代购问题严重、买家维权困难等问题进行分析，从法律规制等角度提出利用现有的法律规范，并加快专门的电子商务立法、加大行政监管力度等建议。

The problems of "WeChat marketing" and its legal regulation

In recent years,with the development and update of mobile Internet technology,and the rapid popularity of smart phones,the WeChat business,WeChat marketing also arises at the historic moment. Behind the strong mo-mentum of Wechat business development,many disadvantages exist in the WeChat marketing and trading,the legal issues and risks also gradually highlights. The paper expounds the WeChat business and WeChat marketing through the interpretation of the legal characteristics,and analyzes problems existing in the marketing and trading,such as false advertising overrun,purchasing agency of fake goods,and difficulty of rights protection. It puts forward the pro-posal from the aspects of legal regulation:using the existing legal norms,speeding up the electronic commerce legis-lation,and strengthening the administrative regulation.